I hope you enjoy reading this blog post. If you want my team to just do your marketing for you, click here.
I hope you enjoy reading this blog post. If you want my team to just do your marketing for you, click here.
Author: Jeremy Haynes | founder of Megalodon Marketing.
Earnings Disclaimer: You have a .1% probability of hitting million dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs or strategies. We don’t know you and, besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual or as a promise of potential earnings – all numbers are illustrative only.
Watch the full video breakdown on this topic here.
KEY TAKEAWAYS
In this deep-dive case study, I break down every gritty detail of how a precisely executed funnel—not some fancy, over-engineered marketing gamble—transformed a mere $1.8M in ad spend into nearly $22M in total revenue over 19 months. This isn’t just another “success story” with watered-down takeaways; it’s a comprehensive exploration into the ruthless, no-nonsense tactics that powered explosive growth. From the bare-bones direct response ads and a series of funnel variations culminating in the innovative “horizontal funnel scaling” strategy, to the relentless daily management and the crucial role of backend upsells, every aspect of this journey is dissected for actionable insights. Ultimately, this system not only made the numbers work but also led to a strategic exit where the business was sold for a majority stake worth around $40M. Strap in, because I’m about to take you through each step as if you were in the trenches with me—no fluff, just pure, unadulterated strategy.
TABLE OF CONTENTS
There’s a critical moment in every entrepreneur’s journey when the game changes: the shift from surviving to thriving in the unforgiving realm of digital marketing. I’ve been privileged to witness—and actively participate in—that transformation on a level few dare to. Today, I’m laying bare the case study that turned an average ad spend into an avalanche of revenue. This is the story of how a $1.8M ad investment birthed almost $22M in revenue, ultimately culminating in a private equity exit of roughly $40M for a majority stake.
This isn’t a fairy tale of luck. It’s a roadmap built on the pillars of relentless optimization, precise funnel design, and the courage to do what others won’t—ask uncomfortable questions, rework strategies on the fly, and never settle for incremental gains. Let’s dive into a step-by-step walkthrough of what it takes to not just build a profitable funnel, but to master every variable in an aggressive, ever-shifting market.
At the heart of this case study is a staggering fact: with a $1.8M investment in ad spend, we engineered a revenue machine that raked in close to $22M in just 19 months. When I first stepped onto the stage at one of Garrett J White’s masterminds—hosting in Dana Point and later in sunny Miami—I was already preaching the gospel of simple, effective direct response marketing. It wasn’t long before I met a visionary entrepreneur running about $120K in monthly revenue with a very stripped-down funnel.
His funnel was everything you might call “minimalist”: a straightforward headline, a raw video sales letter (VSSL), and a no-frills application form. My initial reaction? I questioned its completeness—“Where’s the social proof? Where are the testimonials?” Yet, the numbers simply couldn’t be ignored. Despite its simplicity, that funnel was proving its effectiveness—generating a cool $120K on a paltry $20K ad spend. That moment was a catalyst: it affirmed that sometimes, raw, direct response methods can outperform over-designed, flashy systems when executed with ruthlessness and precision.
This encounter wasn’t just serendipity—it was a wake-up call for scaling up. It convinced me that the fundamentals of a high-converting funnel are not about how many bells and whistles you pack into a page, but about harnessing the power of simplicity and relentless optimization. The decision was made in a heartbeat: invest more, scale faster, and methodically convert every drop of ad spend into maximum revenue.
Let’s break it down. The original funnel, which I refer to as V1, was built from first principles. It featured a prominent headline, a compelling VSSL, and a basic application form hosted on Typeform—no extraneous content, no overcomplicated dynamics. The idea was simple: reduce all friction between the ad click and getting a qualified call on the calendar.
This wasn’t rocket science. It was a no-nonsense approach to direct response marketing. We let the ads do the heavy lifting. The funnel then led prospects to a scheduler page where they confirmed their interest. Every component was optimized to keep the cost per qualified call (CPQC) at a minimum. And guess what? The numbers consistently delivered a return on ad spend (ROAS) between 10:1 and 20:1.
Many marketers get entangled in the minutiae of page design—adding testimonials, lengthy company bios, elaborate trust signals—while losing sight of what truly matters: getting prospects to book a call. I’ve been in the business long enough to know that simplicity often triumphs over complexity. When your funnel is designed to be as straightforward as a gunshot, you reduce decision fatigue and lower the resistance at each step of the process. This very principle was the bedrock of our success.
While critics might scoff at the lack of “fluff,” the beauty of this approach lies in its focus. We weren’t distracted by embellishments; our singular mission was to generate qualified leads. And when you have the right offer—backed by real value and a compelling upsell structure—even a basic funnel can outperform any ostentatious setup.
If there’s one trait that distinguishes mediocre campaigns from record-breaking ones, it’s the level of hands-on management. In this journey, the entrepreneur behind the funnel didn’t just sit back and let the system run. Every morning, without fail, he would check the calendar: Was it fully booked? Were there gaps that needed filling? He would then dive into the ad account to scrutinize the cost per qualified call, and if anything was awry, adjustments were made immediately.
This relentless, high-touch management is a critical element that many fail to appreciate. Most business owners look for a “set it and forget it” approach, hoping the funnel will operate autonomously. But if you truly want to print money, you need to be involved—multiple times a day. From refreshing video creatives to updating the landing page for the slightest drop in performance, every detail mattered.
I remember being on a team call where he took personal pride in tweaking every aspect—even if it meant being “the most annoying client” ever. To the uninitiated, this level of involvement might seem excessive. But here’s the truth: in high-stakes marketing, every second, every click, every impression counts. The willingness to get on the front lines and constantly push for improvement was not just appreciated; it was essential. The results speak for themselves—the relentless daily check-ins, the willingness to invest in creative updates, and the unwavering focus on core metrics were all part of a disciplined strategy that kept the revenue engine humming at peak performance.
After our initial success, complacency was not an option. Around the time we reached the $600K per month mark, the question arose: How can we scale this even further? The answer came in the form of horizontal funnel scaling—a strategy that involved creating multiple variations of the same core funnel.
In the V2 iteration, we made one key adjustment: below the video sales letter and application, we added a dedicated testimonials section. This was more than just filling space—it was a strategic move to bolster credibility and reduce hesitation among potential leads. Additionally, we incorporated a dropsell mechanism for prospects who didn’t quite meet the initial qualification criteria. Instead of letting unqualified leads vanish into thin air, we repurposed them with an alternative offer, ensuring every interaction had value.
But horizontal funnel scaling wasn’t just about minor tweaks. It was the philosophy of running various versions—V1, V2, V3, and so on—simultaneously. By diversifying our funnel approach, we reduced our risk. I remember letting two campaigns run side by side for three full weeks, even when one was marginally outperforming the other. That wasn’t a miscalculation; it was a calculated risk that allowed us to capture additional volume without overcommitting to one version. This diversified strategy created a safety net, ensuring that if one funnel variant underperformed due to unforeseen factors, another could pick up the slack.
V3 saw the introduction of a refined VSSL—what we proudly dubbed “VSSL 2.0”—which resonated slightly differently but maintained the integrity of the overall funnel structure. Each iteration brought its own subtle cost differences, such as a $10–$15 increase in cost per call. However, the overall revenue scale was so robust that these minor differences were trivial. The real lesson here is that when you’re constantly testing and iterating, you learn that no metric is ever static. Every component must be viewed as a range rather than a fixed point—a nuance that, if ignored, could be the downfall of even the best funnels.
While the front end of the funnel—those initial $7,500 offers—was impressive on its own, the real money wasn’t made there. The secret sauce lay in the backend revenue strategy. Once a prospect converted on the front end, they were introduced to a meticulously crafted ladder of upsell offers that ranged from $10K to as high as a staggering $250K.
Think about it: how often do you get a chance to spend a little money upfront and then willingly invest in premium, high-ticket offers because they provide escalating value? That’s exactly what happened here. The initial offer was merely the gateway. Once a customer was locked in, a series of coaching packages, mastermind events, and exclusive in-person opportunities followed. The genius of this system was in its ability to transform a one-time sale into a lifetime of value extraction.
I recall explaining to skeptics that the front-end cost was practically a foot in the door—what truly mattered was how well you could monetize each customer over time. Many businesses fall into the trap of focusing solely on acquisition metrics, overlooking the potential of backend upsells. But in high-ticket direct response, every customer is a gold mine waiting to be tapped. By layering additional offers such as one-on-one coaching, high-level masterminds, and even in-person events, we engineered an ecosystem where the customer’s lifetime value escalated dramatically. This strategy not only cushioned the rising costs of acquisition but also ensured that the profit margins remained healthy, even in competitive markets.
As the market matured, the necessity to adjust the front-end price became apparent. With increased competition driving up customer acquisition costs, we wisely raised the initial price point from $7,500 to just over $10,000. This wasn’t about alienating the customer—it was a strategic move to safeguard profit margins. When costs go up, you adapt. That principle is as true in a scaled funnel as it is in any other business.
No matter how refined your strategy appears on paper, the real world is fluid—everything changes, sometimes on a daily basis. Throughout this journey, one of the most crucial lessons was that key performance indicators (KPIs) are inherently variable. Whether it’s the cost per qualified call, the click-through rates, or the conversion figures from the scheduler page, expect fluctuation. What worked yesterday might not work tomorrow.
Initially, the cost per call was a modest $100 to $150. But as the funnel matured and competitors began mimicking our winning formulas, those numbers started creeping up. As market dynamics shifted, our costs eventually escalated into the high 200s and even up to $500 per call at times. Yet, even when these challenges arose, we didn’t panic—we pivoted. Instead of trying to force a static target, we embraced the variability by constantly refreshing our creatives, recalibrating our messaging, and even adjusting the demographics we were targeting.
The transition from an “in-market” audience—customers who knew they needed the product and were ready to buy—to a “needs convinced” demographic was a turning point. It required us to recalibrate not only our ad messaging but also the entire funnel strategy. The sales team, too, had to get on board with this new approach, receiving updates and ongoing training to handle a slightly less responsive—but still very valuable—audience. The key takeaway? When numbers start to drift outside your comfort zone, don’t hesitate to adapt. Every component of your funnel is interconnected, and a small deviation in one area can have cascading effects. Recognizing and embracing that fluidity is the hallmark of a truly high-performing system.
A proven system always attracts competitors. Once your model shows results, copycats emerge—and fast. In our case, as soon as the model became apparent, numerous imitators sought to replicate the success. This influx of competition naturally drove up the cost per qualified call. Where once the numbers were comfortably low, the influx of unoriginal competitors pushed costs higher.
The challenge was clear: when competitors drive up acquisition costs, you either absorb the hit or shift the burden. We opted for the latter. Instead of sacrificing margins by absorbing increased costs, we recalibrated our pricing strategy. The front-end offer was adjusted upward, ensuring that our overall profitability remained intact despite the rising costs. It’s a simple arithmetic: if the cost to acquire a customer goes up, you pass a portion of that increase along to the customer—provided, of course, that the value remains undeniable.
This is a lesson many businesses overlook: in an environment where costs are volatile, holding onto a fixed mindset can be detrimental. You must be ready to evolve your pricing strategy and your message. I recall telling my team, “We’re not here to compete on cost alone—we’re here to deliver unrivaled value. If competitors force your margins down, then your response must be to innovate further and ensure your offer remains irresistible.” That philosophy not only safeguarded our bottom line but also ensured that when the market churned, we churned with it, never missing a beat in our aggressive scaling efforts.
Every success story eventually reaches an inflection point, and for this funnel, it was the inevitable exit. Once the system was humming, generating consistent million-dollar months, the business caught the discerning eye of a private equity firm. The deal was as impressive as it was complex: a majority stake in the company was acquired for around $40M, an exit that validated every dollar spent on ad campaigns and every ounce of sweat in the optimization process.
But the exit wasn’t the end of the story; it marked a new chapter. For a transitional period, even after the sale, the original owner remained at the helm—albeit in a diminished capacity—as new management sought to imprint its own methods on a system that had already proven its worth. This period was riddled with challenges. The new regime, lacking the deep funnel intuition of the founder, began to experiment with old strategies that weren’t suited for this level of scale. Consequently, the cost per qualified call skyrocketed—sometimes up to $700 or even $800.
This phase was a bittersweet reminder that even the best systems are vulnerable if not managed with the same relentless intensity that built them. It served as a cautionary tale: the transition of ownership, especially from a hands-on, data-driven founder to a less involved management team, can erode the finely tuned balance of an optimized system. Yet, the core principles remained intact, and ultimately, the lessons learned during the pre-exit phase continued to provide value through ongoing revenue share relationships. Even after the cash exit, the continued role in the business through shared revenue underscored the lasting impact of a meticulously engineered funnel.
Innovation didn’t stop at funnel optimization. As the market evolved, so too did our strategies to help clients not just survive, but dominate. One of the most exciting developments was the introduction of “AI Jeremy”—an advanced tool born out of a decade’s worth of documented expertise, from every single DM, every voice note, and every consultation I’ve ever conducted.
AI Jeremy isn’t a gimmick; it’s a powerhouse trained on almost every facet of high-ticket direct response marketing. From generating ad ideas to scripting entire sales funnels and conducting real-time adjustments on creative assets, it’s like having a personal consultant available 24/7. For members of our Inner Circle—a group reserved for those who are already breaking into the million-dollar months—the tool has been nothing short of revolutionary. With functionalities ranging from unlimited messaging for one-on-one strategic calls on Telegram to sophisticated voice and video chat integration, AI Jeremy has become an indispensable asset in scaling campaigns to new heights.
Our Inner Circle isn’t just a networking group. It’s an exclusive community of driven, revenue-oriented marketers who understand that scaling a business is about more than just numbers—it’s about mindset, innovation, and the willingness to embrace tools that amplify your natural acumen. In our bi-monthly one-on-one sessions, weekly group calls, and quarterly masterminds held in Miami’s most aspirational settings, the discussion often centers on leveraging technology like AI Jeremy to cut through complexity and drive even greater results. This evolution—from pure funnel strategies to tech-enhanced operational excellence—has allowed us to remain at the cutting edge of digital marketing, continuously providing members with actionable, real-time insights that propel them to even greater heights.
Looking back on the journey—from a modest $1.8M ad spend to printing nearly $22M in revenue, culminating in a lucrative $40M exit—a few overarching truths emerge. Success in high-stakes digital marketing isn’t about a one-size-fits-all system or a magic bullet that works forever. It’s about relentless adaptation, constant testing, and the courage to pivot when necessary. Every element, from the simplicity of the initial V1 funnel to the sophisticated, multi-tiered ecosystem of backend upsells, was driven by one core principle: never settle for mediocrity.
The lessons from this case study are profound:
Ultimately, the story of this funnel is not merely one of numbers and ad spend, but a story of mindset. It’s about the willingness to take risks, to be in the trenches day in and day out, and to trust in a system that has been meticulously engineered for excellence. It’s a reminder that success is forged in the crucible of real-world challenges, where every decision, every adjustment, and every test builds toward a future of exponential growth.
For anyone serious about breaking through the barriers of conventional marketing and achieving those coveted million-dollar months, the blueprint is clear. Start with a strategy that eliminates friction, embrace the variability inherent in any dynamic system, and relentlessly pursue improvements. Let your mindset be your guiding force, and never settle for the status quo.
As I reflect on the countless hours spent optimizing funnels, fine-tuning creatives, and pushing the boundaries of what’s possible, one thing remains unequivocally clear: in the realm of high-ticket direct response marketing, there’s no substitute for dedication, innovation, and the courage to challenge your own assumptions. This case study stands as a testament to what can be achieved when you focus on delivering undeniable value at every touchpoint.
In wrapping up this in-depth exploration, I encourage you to take these lessons and mold them into your own success story. Whether you’re just launching your first campaign or are well on your way to running multiple million-dollar funnels concurrently, remember that the journey is as important as the destination. Every call, every test, every single interaction with your audience is an opportunity to learn, to adapt, and ultimately, to print money.
Take these strategies, implement them with rigor, and don’t be afraid to iterate. The landscape of digital marketing is ever-evolving, but the fundamental principles—simplicity, measurement, and relentless improvement—remain constant. Stay hungry, stay disciplined, and keep pushing for excellence. The future belongs to those who dare to innovate and execute with precision.
May this case study serve as both a guide and an inspiration as you embark on your journey to scale your own business. And remember, in a world full of complacency, the true edge belongs to those who continuously strive for greatness—those who, like me, aren’t afraid to get in the trenches and print money every single day.
In the spirit of sharing hard-earned wisdom and proven strategies, this ultimate funnel scaling case study encapsulates a journey of continuous experimentation, thoughtful adaptation, and unwavering determination. Every lesson—from the simplicity of the V1 funnel to the ingenious evolution through horizontal scaling and the robust backend ecosystem—has been a stepping stone on the path to not just surviving, but thriving in an incredibly competitive marketplace.
If you’re ready to elevate your own campaigns and channel your inner high-stakes marketer, absorb these lessons, execute with precision, and never stop optimizing. The blueprint for success is in your hands—now go out there, print money, and join the ranks of those who have truly mastered the art of digital marketing.
In conclusion, this isn’t just a case study—it’s a manifesto for success in the world of direct response marketing. By embracing every challenge, iterating relentlessly, and keeping your focus on tangible, measurable outcomes, you can build a system that doesn’t just survive market fluctuations, but thrives in spite of them. Welcome to the high-stakes arena of funnel mastery—where every dollar spent is an opportunity to redefine what’s possible, and every adjustment is a step closer to achieving true exponential growth.
Now, get out there, refine your funnel, embrace the chaos, and turn your ad spend into a revenue powerhouse. The journey is long, the challenges are real, but the rewards are extraordinary. And remember—only those with relentless commitment and a willingness to push the envelope will ever taste the success of printing money.
Jeremy Haynes is the founder of Megalodon Marketing. He is considered one of the top digital marketers and has the results to back it up. Jeremy has consistently demonstrated his expertise whether it be through his content advertising “propaganda” strategies that are originated by him, as well as his funnel and direct response marketing strategies. He’s trusted by the biggest names in the industries his agency works in and by over 4,000+ paid students that learn how to become better digital marketers and agency owners through his education products.
Jeremy Haynes is the founder of Megalodon Marketing. He is considered one of the top digital marketers and has the results to back it up. Jeremy has consistently demonstrated his expertise whether it be through his content advertising “propaganda” strategies that are originated by him, as well as his funnel and direct response marketing strategies. He’s trusted by the biggest names in the industries his agency works in and by over 4,000+ paid students that learn how to become better digital marketers and agency owners through his education products.
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